Electric Ireland have today announced the creation of 45 new roles as they enter into the competitive residential electricity market in Northern Ireland.

The company say the initial investment of £5m will provide greater choice for residential electricity consumers with excellent, locally based customer service and competitive rates.

Electric Ireland is opening a new office in Belfast with a dedicated Northern Ireland Customer Service Centre with 30 new jobs already in place and more to be created in early 2016.

The jobs are across marketing, business development and customer care.

Electric Ireland, part of the ESB Group, has been operating in the business energy market in Northern Ireland since 2001.

“We are bringing a very different offer to the market,” said Jim Dollard, Executive Director, Electric Ireland.

“We are not seeking to lure people with the appearance of upfront discounts that are unclear and fall away. We will provide enduring competitive rates and very clear cash bonus rewards for switching to us and for staying with us (£75).”

He added: “Customers who pay by direct debit can avail of this great pricing without entering into a contract. We believe people will choose to stay with us because they will like our prices and our service – not because they have to.

“Our ambition is to provide competitive products and simple ways to switch to Electric Ireland through our dedicated ‘phone and online service.

“We have a long established presence in Northern Ireland having provided energy to the business sector since the market first opened to competition 15 years ago.

"We will use this experience to deliver on good value products and excellent service to residential customers that we are confident will address the issue of inertia that has affected the market to date."